Anyone who’s read my blog knows I have a few brand favorites - brands that really know when to entertain people and do it in a way that gets people talking and resonates so well with the audience they are trying to reach. So you won’t be surprised that today’s fun is all about Red Bull. (And check out one of my previous posts on the Bull here
.)Red Bull, being Red Bull, has obviously done an incredible job positioning itself as the cool brand involved in extreme things. Thus, they must get a ton of extreme sponsorship opportunities. But, beyond the association with cool events that are made possible with a sponsorship, the brand knows how to add the Red Bull twist to things that made them quite incredible. Case in point: the 10th anniversary of the New World Disorder
film “Dust & Bones” - a film series created for the past 10 years as part of the Interbike tradeshow
To celebrate the 10th anniversary Red Bull developed the “Red Bull Stumps, Clumps and Jumps
” tour - bringing some of the world’s best free-ride mountain bikers to four cities for some extreme mountain biking. But that wasn’t enough. To add some Red Bull magic the creative firepower turned a normal (is there a normal one) barge into an monstrous dirt course - and then floated it in the San Francisco Bay to get some amazing background shots of the Golden Gate Bridge, the Bay Bridge and Alcaraz. But wait, that’s not all - the barge was guided to just outside a baseball game at AT&T Park and reached tens of thousands of fans with some amazing aerial acrobats and tricks.So, like always, how can we make it better
? A tough one, because I do love this one, but just for fun … where is the “making of” video of the barge and building of the ramps - everyone loves that stuff. And hoping there was some competition for one lucky, local rider to be invited to join the pros on the barge. Even better, would have loved some type of on-site challenge for bikers to come and do the longest bounce-on-one-wheel to win the change to be on the barge (or something like that). And hope the ramps were lit and there was some type of night, jump and lights show.
OK, I know I’m stretching a bit on how to make it better so I’ll stop. This is simply a great idea that provides a shining example of how to take a basic sponsorship and turn it into something amazing and buzz-generating. Now, take a few minutes to watch the video of all of the action. http://www.redbull.com/cs/Satellite/en_INT/Video/Stumps,-Clumps-and-Jumps-021242782389360?p=1242745960051